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Sara

Croft,

Med

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Jen R

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Execu

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at B

ohlse

nPR

AGENDA

1. What are your social media goals?

2. Finding your audience

3. Establishing a plan

4. Measurement

5. Resources

6. When enough is enough

GOALS AND OBJECTIVES

What is your social media goal?• Acquire customers/sell product

• Brand/product awareness and reputation management

• Provide customer service and engagement

• Convey a message

• Raise funds/acquire donations

• Professional/personal networking

• Membership

• Volunteers

FINDING YOUR AUDIENCE

The networks you use should depend on your goal and where your audience is.

What to think about:• Categories

• General demographics

• Location

• Surveying current customers/donors/volunteers, etc.

• Your competition

LIST YOUR POTENTIAL NETWORKS

• Twitter

• Facebook

• Blogs

• Ning communities

• Foursquare

• Yelp

• Google+

• Eons.com

• Flickr

• Myspace

• Soundcloud

• LinkedIN

• Skype

• Goodreads

• YouTube

• Wanna learn more? Search Wikipedia for “List of Social Networks”

RESEARCH TOOLS

Twitter• Search Twitter bio’s with Followerwonk.com, Buzzom.com

• Search accounts by location with Nearbytweets.com, Twitterlocal.com

• Search tweets by keyword with time parameters at Topsy.com

• Search Twitter lists with Listorious.com

• Utilize industry hashtags

• Keyword searches for your brand, industry terms and your competition

RESEARCH TACTICS

Facebook

When they come to you…• Groups are alive and transforming

• Know your keywords -- • Brand names• Products• Industry keywords

When we go to them…

• Organic searches – trailing through pages and profiles

• Google searching competitors – who is following them?

• Reach and repetition – who responds?

ESTABLISHING A PLAN

Make sure you look before you leap. Answer these questions to get you started:

• How much time per week can you allot to social media?

• Who will do the work?

• Have you done your research?

• Who is your audience?

• Have you determined your goal?

CREATING A SCHEDULE – THE 1 HOUR PER WEEK PLANWhat you can do:

• 30 minutes – write one blog, edit and publish it

• 10 minutes – posting updates/content on Facebook and Twitter (using a scheduler)

• 20 minutes – following Twitter accounts, liking Facebook pages, engaging your audience, responding to questions/interactions

Questions to ask yourself:

• When will that 1 hour fall?

• What is your priority?

CREATING A SCHEDULE

Examples of what may arise outside of your plan:

• Events

• Campaigns for donations/volunteers

• Engagement

• Contests

• Vacations and sick days

• Trends and current events

GETTING HELP FROM INTERNSWe don’t advise using interns, but if you have to do it, here’s what we

suggest:

20 hours per week:

• Manage all content on social networks, posting at least 2x a day

• Measure ROI, engagement and interaction

• Create a social media strategic plan

• Write 5 blogs a week (may take them a bit longer at first)

40 hours per week, all of the above plus:

• Participate in local social media networking events

• Write guest blogs

• Produce video content

• Create content calendars, policies and handbooks

INTERACTION VS. SCHEDULING

Don’t just allot time for scheduling tweets and updates. Make sure you allot time for proper user interaction. After all, it’s all about engagement.

Interaction

• Answering questions

• Engaging followers

• Responding to user posts, mentions, retweets or direct messages

Establish priorities – what’s more important to do first?

SCHEDULING TOOLS

Can’t decide when to schedule that tweet? Timely.com does it for you

HOOTSUITE PUBLISHER

BROWSER EXTENSIONS

Hootsuite’s Hootbar

• Runs on Firefox, Safari and Google Chrome

STRAWBERRYJ.AM

MEASUREMENT

Measuring results is necessary to determine the success of your social media efforts. By analyzing your results, you can determine if you need to spend more or less time on social media.

The essentials to measure:

Twitter• Volume of updates• Followers, following• Mentions/replies• Retweets generated• Click-throughs

Facebook

• Volume of updates• “Likes” – updates,

page• Comments• Click-throughs• Unsubscribers

Blogs/Websites

• Site views• Pageviews• Bounce rate• Avg time on site• Keywords

MEASUREMENT TOOLS

Web Analytics

• Google Analytics

• Compete

• Quantcast

Link Analytics

• Hootsuite

• Twitsprout

• Bit.ly

• BUDUrl

Engagement

• Sproutsocial

• Social Mention

• Twilert

• Twitter Counter

GOOGLE ANALYTICS

FACEBOOK INSIGHTS

MESSAGE SCHEDULER

MOBILE APPS

Platforms

• Facebook – Messenger (New)

• Twitter – Ecofon, Twitter for iPhone, Twitterific

• Blogging – Wordpress, Posteorus, Tumblr

• LinkedIN

• Foursquare

Measurement and Management

• Tweeb

• Hootsuite

• Tweedeck

WHEN YOU CAN’T HANDLE IT…

Sara Croft

Media Specialist, BohlsenPR

scroft@bohlsenpr.com

@saraelysecroft

Jen Regnier

Account Executive

jregnier@bohlsenpr.com

@jenringy